The evolution of Chinese consumers on the internet and its implications for marketing
by Jun Yu
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 1, No. 1, 2006

Abstract: China, with its rapid economic development, has become an important consumer market. A fast growing component of this market is its increasingly large internet population. This study examines the evolution of the Chinese internet population. Specifically, the changes in the characteristics of the internet users and their online shopping behaviours are tracked over the past several years. The analysis provides an understanding of this fast expanding market and its likely future development. In addition, comparisons are made between Chinese internet users and their counterparts in the USA and several other markets. The results have direct implications for internet marketing strategies in China and other developing countries.

Online publication date: Fri, 16-Jun-2006

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